Business Plan of Entrepreneurship Course

Kletekers, Indonesian Crunchy Shrimp Stick

COMPANY NAME : LABIRIN FOOD GROUP

January, 2017

Business Plan Copy Number 1

This document is confidential. It is not for re-distribution.

SHABIRIN
L2016038
Nanjing, China
15251767965
birin@njxzc.edu.cn
https://webgram.co/kletekers

This is a business plan. It does not imply an offering of Securities.

Table of Contents

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Executive Summary
Mission
Company Overview
Product
The Market
Competition
Risk/Opportunity
Management Team
Financial Plan
Exhibits

1-2
3-3
4-4
5-5
6-7
8-9
10-11
12-12
13-13
14-14

1. Executive Summary

Mission
Our mission is to be THE BEST SNACK in the food industry.
Company
Labirin Foods Group was founded in 2016, March 29th and its produce and sell a
delicious and healthy snack with original shrimp flavour. Labirin means Maze. It is a
proprietorship of 5 young people from Indonesia. Our principal offices are located at
Kebon Jeruk, Jakarta Barat, Indonesia.
Slogan / Motto
Laper Bikin Baper? Gigit Kletekers! its mean Is hungry make you sad? Bite Crackers!

Business
We produce healthy products and sell delicious snacks with original shrimp flavour from
Indonesia.
Our company is at the start-up stage of business, having just developed our first
product, just have one kind of flavour, and sell our product online.

In the most recent 2016, our company achieved sales of Rp.2.500.000, and showed a
profit. With the financing contemplated herein, our company expected to achieve
Rp.5.000.000 in sales in 2017 and achieve Rp.10.000.000 in sales in 2018. We can
achieve this because the funds will allow us to a.) marketing our new product, b.) make a
new packaging of our product, c.) expand sells to Nanjing, China, d.) add some kind of
new flavour, e.)
Product
Labirin Food Group produces Kletekers, Indonesian Crunchy Shrimp Stick. Its a snack
that made in Indonesia of me and my friends of collage student who produce and sell it
by our self.
Presently, our product is in the introductory stage. We first developed our product on
March, 2016 and have made 2 times improvements and redesigns since then. First, is
the packaging of the product, because we think the last packaging is too big. We want to
have a handded snack with small packaging. Second, change the amount of the
crackers in a pack.

The Market
We expect to compete in the snack market of the food industry. We believe, the major
future trend in the industry will be toward environmentally oriented, miniaturized, high
quality, and value oriented product offerings.

Competition
Prospects in Kletekers Snack businesses can be said to be very brilliant and profitable.
When running a business can be started with the stick is a simple and easy steps. In
business Kletekers can be run in small capital requirements. To which it join business can
be done by using a home scale is not big capital.

Risk/Opportunity
The greatest risks we have in our business today are market risk, pricing risk, product
risk, and also management risk. We feel we can overcome these risks because of we
have a solid team for build this start up.
The opportunities before us are significant; we have the opportunity to dominate a niche
in the marketplace, become a major force in the industry if we can get a big capital
fainancial..

Management Team
Our team has the following members to achieve our plan. 2 men and 3 women who have
a combined one years of experience; one years in marketing, one years in product
development
Financial Plan
Sales will increase with the introduction of the improved line. We plan to introduce these
products roughly. And we expect to be able to sell at the rate of 100 units per month
within 3 months of introduction

2. Mission

Mission Statement
Our mission is to be THE BEST SNACK in the food industry.

Quality:
Our products are the highest quality, most nutritious food products.
Innovative:
Our products have always been in the forefront of the health and nutrition wave.
Innovative products, state of the art manufacturing, quality assurance and industry
expertise are the bases for our past and future successes.
Integrity:
Our customers depend on the quality of our products. Our commitment to the highest
standard is the foundation of our customers trust in Kletekers Snack. We stand behind
our products, our service and our word.
We aspire to carry a reputation in the marketplace for developing and delivering betterway products sold at a fair price for uses in the Indonesian market. We can achieve this
by close understanding of market trends and needs, innovative and profitable
merchandising and packaging.
To accomplish our goal, Labirin Foods Group needs more financial capital, management
talent of worker, and larger market. In pursuit of our goal, we resolve to treat
stakeholders, customers, and the community with intend to promote this Kuala Tungkals
traditional food to big market.

3. The Company

Business Description
Labirin Foods Group was founded in 2016, March 29th and its produce and sell a
delicious and healthy snack with original shrimp flavour. Labirin means Maze. It is a legal
form of our company and its proprietorship of 5 young people from Indonesia. Our
principal offices are located at Kebon Jeruk, Jakarta Barat, Indonesia. We have
approximately 10 square feet of room as an office and also factory. Actually, that is one
of my friends boarding house. Our current capacity is 120 units per month for this
product.

Strategic Alliances
Give the best services to our costumer to make good relation with them and always make
them falling in love with our product :

Created new technique of producting and make our costumes give they trust to us .
Come to be the best product Seller.
Services, responsibility, friendly, and keep solid with our costumer to get our revenue
sales.
Make the good and delicous taste of our product

Labirin Foods Group has developed important and profitable strategic alliances with the
following larger, more established business.

Marketing : Growing up our brands name to have a good reputation, goodwill in the
community and awareness of our product and promotions.
Effective sale system : Good service and with no to high cost to achieve our goals.
Focus strategy : identify target market to which we can get profit from our services
and to create new technique of easly packaging and practice.

4. The Business

Labirin Food Group produces healthy products and sell delicious snacks with original
shrimp flavour from Indonesia. Presently, our product is in the introductory stage. We
plan to follow this product with extensions to our line which include the other kind of
snack.
Product
Labirin Food Group produces Kletekers, Indonesian Crunchy Shrimp Stick. Its a snack
that made in Indonesia of me and my friends of collage student who produce and sell it
by our self.
Presently, our product is in the introductory stage. We first developed our product on
March, 2016 and have made 2 times improvements and redesigns since then. First, is
the packaging of the product, because we think the last packaging is too big. We want to
have a handded snack with small packaging. Second, change the amount of the
crackers in a pack.
Unique features or proprietary aspects of Product
The differences of our product with other competitors is the quality and reasonable prices
as well as services that satisfy consumers. There are our highlight of enterprises :
a. The difference
In the manufacture of Kletekers! we noticed to the cleanliness of production. In packaging,
it has a young and good look. There are variants of taste also, we provide four variants of
flavur, such as Barbequ, Spicy, Cheese, and others. Our products can also be ordered in
custom request, but must be in a large number of parties.
b. Special Packages
In packaging we will provide you with machine use and guaranteed level of cleanliness,
and a little give a unique touch in the packaging. Sometimes we also receive custom
packaging of consumer request. Packaging materials we use are guaranteed a special
quality to the food so not dangerous for consumption. The innovations that we apply to
give a unique touch to the packaging of products to attract potential buyers a bit.
New and Follow-on Products
Responding to market needs, we plan to follow product with extensions to our line which
include the new variant flavour. Our target introduction dates for these products are
June, 2017. In addition, we plan to introduce the following new products in the upcoming
season, it is a Banana Crackers.
Production
Our product is manufactured in house. Raw materials used in our products are readily
available from a variety of manufacturers who can meet our quality standards.
Critical factors in the production of our product are the price of the shrimp that not stable.

5. The Market

Market Definition
We expect to compete in the snack market of the food industry. We believe, the major
future trend in the industry will be toward environmentally oriented, miniaturized, high
quality, and value oriented product offerings.
Market research Jakarta suggests this market will grow by the year 2017. We expect the
niche in which we compete to grow during this time.Total market we get from the initial
establishment of the company is equal to the sales that we have about increased
calculation of 15% to 25%. From the presentation producttt increased sales and profits
we earn by observation and market surveys. From year to year we experienced a rise in
sales and earnings turuunya profit or income that we earn. Not forever every year or
every month decrease on the sales, there are times when the market was quiet we
sometimes slightly sale product. But in the event of certain events we experienced an
increase in sales of products for market demand. Our tempe companies in applying the
sales market there must be some consider to note, we wish our sales products
according to market demand. Because the products we sell a case of tmpe original half
so it can not last long, but as a byproduct we namely chips temped an beans fried soy
may last up stu month, but still uses natural preservatives using press engine air so that
no bacteria entered the accelerate the rate of stale product. We employ a total market is
influenced by a tax adjusted with the State we are living to open this business field.
Market Segment
Market segmentation is very important in running a business. Because it will determine
to whom the target sales manufactured products. In determining market segmentation
there are several things to be considered, and should make observation and survey
market conditions directly. Observation and market surveys require some time in
determining a good result and a maximum for the advancement of companies that will
be built. Consumer which correspond to the predicted outcomes will be aligned with the
vision of company to whom the target destination product market. Not indiscriminate in
their targeting segmentation market. Therefore needs market analysis that effective and
efficient.

1. Consumer direct (on a small scale)

We are selling Kletekers, Indonesian Crunchy Shrimp Stick directly to consumers.
Consumer target we are aiming for is the community around our production plant. In the
deployment of our products use per delivery. We have employees for the delivery of
three people. Each has a task. For delivery to consumers immediately after we use the
delivery transport use motorcycles and mini box installed in the motor. The products we
sell directly addressed only a few consumers, with their media, they will spread to

consumers directly for sold in accordance with the tastes they need. In the case of this
segmentation system can be said we have reteler.
2. Canteen (medium scale market)
We also spread the processed products to canteen of a school area. Market
opportunities provided quite a lot. We have a student that love the eat snack.
3. Supermarket (Large scale market)
Next target next market is the supermarket - a large supermarket in Indonesia for
example Giant, Superindo, Hypermart and others. Before we give or sell the refined
products of our factory, we have to through some stages of requirements that must be
met.
Marketing
Our marketing plan is based on the following fundamentals;
We expect to penetrate the young people segment of the market and achieve this by
using the internet as our primary distribution channel. In time, we plan to capture 99%
share of the market.
Position
We will position our product as cheap and fun product, which is a position not presently
being addressed by the competition. One demographic group in particular, the techies
has a particular need for this product, and we tailor our positioning accordingly.
Pricing
Our pricing strategy is based on the material resoources. The problem is unstsable price
of material. The pricing based in cost. It is about Rp. 10.000 / pack. We review this
pricing monthly to ensure that potential profits are not squandered. Customers seem
willing to pay as much as because of the unstable price of material.
Distribution channels
The distribution channels we use for our product are wholesalers and mass merchant
retailers. These make sense for delivering our product to the end user because
customer profile.
Advertising, promotion, trade shows
Labirin Food Group has developed a comprehensive advertising and promotion strategy,
which will be implemented by the best possible firm when funded is completed. We
expect to have a presence in several national magazines as well as the trade press. We
will produce our own ads and be a part of ad campaigns of our JV partners or OEMs.
Our publicity plan is to remain in constant contact with editors and writers of the trade
journals that serve our industry and seek stories and coverage that will enhance our
reputation, introduce us to buyers.
We plan to promote our product through a variety of on site product sampling,
demonstrations at high profile events, give-aways at fund raisers and other high
leverage events. The objective of all our promotions is to expand the audience, position
our product as a premium brand, strengthen our ties to the community.

6. Competition

Prospects in Kletekers Snack businesses can be said to be very brilliant and profitable.
When running a business can be started with the stick is a simple and easy steps. In
business Kletekers can be run in small capital requirements. To which it join business
can be done by using a home scale is not big capital.
The target we are aiming of Kletekers production are Supermarkets, Scool Canteen, until
food stall. We are confident for the next years we will increase production, this is caused
the majority of our society responds positively about this product, if we increase
production, we will target or market to the international world. This is because the majority
of the world community never tasted the Kletekers, would not be surprised if the world
community.
Kletekers market opportunities that this prospective, would be able to encourage and
spur to better take advantage of these opportunities. Demand approach emphasizes the
human needs that until now have not been fully met or are likely to have been met, but
less satisfactory. For example, many people in rural areas who go to town for shopping
clothes. That is, the social groups in need of clothing to suit their taste that can not be
obtained in the village or may be obtained in the village, but the price is too expensive.
So, in this village there is a business opportunity to provide the clothing needs of rural
communities.
MARKETING STRATEGY
1. Word of mouth
We try to make our clients comfortable with our service to get good imagefor our
companies and then they will give recommended for their friends orfamily to use our
service. Because we trust from WORD OF MOUNTH can beviral and our companies will
get more profit.
2. Internet and social media
We use the media social for marketing our product, because media social isthe key
success for the all aspects. For this era, all people always use media social for everyday
and this some of ways for our companies to connected with ourconsumer and know what
they need and they want. And the last we can advertiseour companies with free and
dont need spend more money.
3. Advertising
Besides from the all, we use the billboard and brochure for easy toremember it we will
put some word or slogan in the advertising

SALES STRATEGY
The sales strategy is to build customer loyalty in the new markets. Kletekers will
increase its sales force to focus on the new markets. Kletekers will hire three new sales
associates to serve these new markets

Or Rp. 2.000.000

7. SWOT Analysis

STRENGTHS
Set by the customer
Our first priority is to keep this Kletekers product created as similar to the customers
needed ascould be. Because, the customer like to eat a snack with a variant flavour.
Mainset of side dish to eat
This business is following cultural and we have a lot of competitors, because this
business will be booming among teens by social media (Instagram, Facebook, Path,
etc.)
Creative and Unique
The advantages we have is to provide a unique packaging of the product packaging
Kletekers. Which of course guaranteed level of cleanliness and safe performance
composition of packaging manufacture. The uniqueness of packaging products we
have at least provide interested to prospective buyers of our products and each
product that we offer the level of packaging can also be custom suit the tastes of the
buyer but had to order in bulk.

WEAKNESS
Limited Time to Save
Disadvantages of the products we sell are not have save to long time, since we only
provide a natural preservative that can last up to two or 3 months. Because we pay
attention to the level of nutrients contained in the products we offer. Because if we give
artificial preservatives that will change the taste of original flavour. And when the limit
time is over, the crakers will be not properly dry and crisp anymore.
OPPORTUNITY
Kletekers market opportunities that this prospective, would be able to encourage and
spur to better take advantage of these opportunities. Demand approach emphasizes
the human needs that until now have not been fully met or are likely to have been met,
but less satisfactory. For example, many people in rural areas who go to town for
shopping clothes. That is, the social groups in need of clothing to suit their taste that
can not be obtained in the village or may be obtained in the village, but the price is too
expensive. So, in this village there is a business opportunity to provide the clothing
needs of rural communities.
With the young packaging we are sure the young people like to eat this snack. It also
will be booming by the spreading of social media. Because we will empezise this kind
of advertisement.

THREATS
The price of the main ingredient of shrimp are uncertain, especially if it is being shot
up. Another competitor who deals in same. Productivity Challenge ,The business world
must increase its productivity, because they will face broad market is
growing. Enterprises improve the productivity of this can be done by: Renew machines
with modern machinery, sophisticated, so that their products are not outdated and
efficiently in the production process, develop activities of Research and
Development. Provide funds for it, in order to evolve the design, quality and market new
products that it. In developed countries attempted use of a robot, to accelerate and
simplify the job. Develop personnel management so that employees can be motivated
to increase production and better moral Involve employees in decision making .The
Quality Challenge ,Consumers unhappy buy products that are easily damaged and
often repaired. Consumer not happy with the service companies that do not want to
improve his serve. A good company sometimes appoint a Chief or a Deputy Director of
Quality affairs. Improving quality means making things better, and the level of efficiency
becomes more balk anyway. This quality improvement involves not only products, but
also covers all areas and levels within the company. Market Challenges ,Global Global
competition is gradually increasing. Therefore. productivity and product quality should
be improved in order to face the global competition.

8. Management Team

Our team has the following members to achieve our plan. 2 men and 3 women who have
a combined one years of experience; one years in marketing, one years in product
development.

Officers and Key Employees

Name

[A], Founder and Chief Executive Officer

Shabirin (21)

[B], Marketing and Social Media Manager

Asiya Rany Kartika Suri (20)

[C], Financial Manager

Fisi Istiqomah (19)

[F], Design and Pakcaging Managaer

Atika Suri (20)

[G], Production Sales Manager

Eko Wahyudi (21)

Ownership
The company has authorized and owned by us together. With a capital financial
together, and founded by Shabirin.
Professional Support
We have strung together a team of professionals, including;
Marketing and Social media specialist
Graphic Designer Specialis
Financial Support Specialist
Chef of the product

9. Financial Plan

Assumptions
The attached projections assume the following;
The price of this product is Rp.10.000 per pack. Its about 4 Yuan per pack.
Capital Financial
Material Production
Flour
Falvour
Shrimp
Oil
Package
Production Tool
Advertisment

Rp.10.000.000
Rp. 6.500.000
Rp. 1.500.000
Rp. 500.000
Rp. 2.000.000
Rp. 1.000.000
Rp. 1.500.000
Rp. 1.500.000
Rp. 1.000.000

Income statements
Sales will increase with the introduction of the improved line. We plan to introduce these
products roughly. And we expect to be able to sell at the rate of 100 units per month
within 3 months of introduction.
Cost of good sold will decrease as a percentage as we are able to buy more efficiently in
the marketplace and use our new equipment to produce more units at lower cost. Gross
profit will remain static as new introductions will be at higher margins, while we expect
margins of older lines to erode.
Selling and administration expense will increase in absolute rupiah, but decrease as a
percentage because while expense is increasing, Kletekers our sales will be growing
faster. Research and Development, which will appear as a high percentage of sales
early, will be reduced as a percentage over time.
Cash Flow and Break Even Analysis
These are critical statements, even more so than the Balance Sheets and Income
Statements. Cash, and how much you have at the end of the day, is everything to
investors.
We have assumed that our suppliers will be willing to grant us terms of 2016 until we
reach monthly purchases of 2017. At that time, we have assumed that our terms will be
stretched.
We have also assumed that we can collect our billings within 30 days because of special
programs with large customers, factoring arrangement, online order and COD sales. We
have assumed that the first part of our loan will be made in July and the balance in
December. We can reach break even by the 5 month. Sales are expected to be at the
good level by that date.

10.

Exhibits (Product and Promotion)